Why technical side is now as important as creative for agencies

09/30/2009 | Advertising Age (tiered subscription model)

Agencies, to become players in the emerging world of apps, need to be as competent with technical issues as they are with creative work, according to Allison Mooney, vice president-director of trends and insights at Omnicom Group's MobileBehavior. "Agencies need to recognize that this digital and mobile literacy is essential to their survival -- both on the creative side and the account side," Mooney writes.

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